How Gen Z’s media consumption is changing brand tracking and reputation measurement

Gen Z (those born between 1997 and 2012) is quickly becoming the largest consumer group worldwide. As they come of age and enter the workforce, they are transforming the way brands need to reach their audiences.

The way they consume media and engage with brands is different from previous generations, which means brands must adapt their strategies to stay relevant.

Compared to previous generations, Gen Z consumes media in different ways. They spend more time on social media and streaming platforms and less time watching traditional TV. They are also more likely to use ad-blockers, and they prefer to engage with brands on their own terms, rather than being bombarded with advertising.

This shift in media consumption requires brands to take a more targeted approach to communications. Rather than relying on mass media, brands need to focus on building relationships with their audiences through personalised content and experiences. They need to understand their audience’s interests and preferences and use this information to create content that resonates with them.

Recent research conducted by Sensu Insight shows that Gen Z places a high value on authenticity and transparency when it comes to brand engagement. They are more likely to trust and engage with brands that share their values and beliefs. This means that brands need to have a clear and consistent message across all channels, and they need to be open and honest about their practices and values.

As Gen Z becomes increasingly concerned about sustainability and the environment, brands are expected to be transparent and authentic in their approach to environmental, social, and governance (ESG) issues.

Sensu’s recent Greenwashing Research Report highlights the importance of honest and effective ESG communications, as more consumers are calling out companies that make unsubstantiated or misleading ESG claims.

With Gen Z at the forefront of the sustainability movement, brands need to ensure they are genuinely committed to making a positive impact on the environment and society, rather than simply paying lip service to these important issues.

At Sensu Insight, we understand the importance of brand tracking, reputation, and measurement. Our services allow brand owners to track their profile and audience responses across all channels. Our reputation framework maps the quality of the profile relative to peers and competitors, enabling brands to identify areas for improvement and track their progress over time.

It’s essential for brands to keep up with the changing habits and preferences of Gen Z. By understanding their values and media consumption habits, brands can build relationships with this demographic.

For more information on Gen Z’s media consumption habits, check out the Global Media Landscape report by Global Web Index.